Key Takeaways
- Vertiberry founder Olivier Paulus discusses the company’s move from Belgium to Canada and its efforts to produce strawberries year-round.
- Vertiberry operates a 20,000 sq ft pilot facility outside Montréal, supplying fruit to Taste of the North.
- Strawberry propagation cycles of up to 18 months leave little room for error and require disciplined crop management.
- The company is expanding into starter-plant production to support growers seeking consistent propagation material.
- Paulus emphasizes a plant-first approach and the importance of honest crop assessment for new entrants.
Olivier Paulus and Vertiberry Establish Year-Round Strawberry Production in Québec
In the latest episode of Greenhouse Success Stories, Vertiberry founder Olivier Paulus detailed the company’s work to build predictable, year-round strawberry production in Québec. The facility is situated roughly 45 minutes outside Montréal in an agricultural development zone, where regional interest in food sovereignty continues to rise. Paulus noted that shifting global trade conditions have brought additional attention to controlled-environment food production.
From Belgium’s Indoor Farming Scene to North America
Before relocating operations, Olivier Paulus and his team operated in Belgium, producing herbs at commercial scale. Following the European energy crisis, Vertiberry evaluated new markets and conducted a multi-city visit across the U.S. and Canada. During that trip, the company connected with its first major customer—Taste of the North, a Québec distributor serving premium buyers in New England.
Customer Partnership Supporting Market Entry
Paulus noted that Taste of the North plays a key strategic role, not only purchasing Vertiberry’s strawberries but also coordinating small trial runs with additional retailers as the company scales.
Olivier Paulus: Managing Long Strawberry Growth Cycles
Precision Required for 12–18 Month Cycles
Strawberries require extensive propagation periods, ranging from 12 months for seed-based cycles to 18 months when starting from cuttings and mother plants. This extended timeline limits trial frequency and adds operational risk. As Paulus explained: “You cannot afford to make a mistake… your whole business plan is based on this full production.”
Production-Integrated R&D
Vertiberry integrates controlled experiments into commercial grow rooms, adjusting lighting or irrigation strategies in limited areas to capture data without jeopardizing output.
Vertiberry Builds a Supply of High-Quality Starter Plants
Starter-plant quality remains a recurring challenge for greenhouse and vertical farm operators. Vertiberry now produces:
- Mother plants
- Cuttings
- Starter plants for nurseries, farms, and research centers
Paulus noted that smaller facilities and research labs often struggle to secure reliable materials on schedule, increasing demand for Vertiberry’s controlled-environment propagation.
A Plant-First Approach to Indoor Strawberry Production
Technology Enhances, But Does Not Replace Agronomy
Paulus commented that although AI and sensor-based tools are increasingly marketed to growers, strong fundamentals remain essential: “Technology will not solve it… make sure you get a good crop.”
Early Staffing Focused on Growing Expertise
Vertiberry’s first hire was dedicated solely to plant work—an approach Paulus continues to view as central to successful operations.
Looking Ahead
Paulus shared that expansion into other regions is possible, but only after Vertiberry demonstrates sustainable commercial performance in Canada. Achieving consistency and scale remains the company’s priority.
Listen or Watch the Full Episode With Olivier Paulus
